Technology Changes Coming for Popular eCommerce Platform

For nearly 25 years, buying and selling over the internet has revolutionized the retail industry. Ecommerce, in the early years, was largely limited to B2B transactions but has grown to threaten traditional brick and mortar retailing all across the industry spectrum. Today, almost everyone in the United States has made a purchase on the internet and 80 percent of consumers have made a purchase within the last 30 days. Once considered a novel, passing threat, online sales were positioned to surpass $2 trillion dollars by the end of 2017 as consumers continue to make eCommerce a way of life. Some reports predict eCommerce will reach $4 trillion dollars by the year 2020.

The explosion of online stores has been the result of the availability of digital platforms that are easy to develop, user friendly, economical to build and efficient to operate. One such platform, Magento, became very popular among small to modest sized internet retailers when it was first introduced.  Built and developed as a flexible platform that permitted users to create stores with a variety of functions, it featured pre-made extensions that made changes or modifications easier to implement.  Unfortunately, the focus on flexibility left many users wanting options when it came to performance optimization, mobile-responsiveness and expanded administrative capabilities. Technology advancements and the demand for higher performance and increased user-friendly options spawned Magento 2.0.

Introduced in 2015, Magento 2.0 promises to address many of the short comings of its previous version.  Compared to its predecessor 2.0 will run, on average, 20 percent faster resulting in more sales and increases in website search engine optimization. The checkout process is more streamlined allowing customers to navigate quicker through the purchase decision to checkout. Additional extensions and better administrative interface help reduce time spent managing the online store. With more and more consumers utilizing their mobile devices to complete their shopping, version 2.0 has an improved look and functionality on mobile devices. Most important, Magento 2.0 promises to grow its capabilities as the online store grows.

Change is never easy, and many online retailers are reluctant to migrate from their current version to a newer version of the platform. Fear of disrupting their online business is the most common concern among retailers considering an update, but costs of maintaining older versions can soon eat away at initial apprehensions. With immediate improvements in scalability, usability, security and better consumer experience, making the move sooner rather than later may prove to be the best option. In addition, Magento has announced that they will stop supporting the 1.9 version or below in November 2018.

What does this mean?  For those eTailers on previous versions, it will require a complete redesign and development of the website to the Magento 2.0 platform. It’s not a standard upgrade. “Clients are coming to us asking when they need to move to Magento 2.0,” commented Julie Gareleck, CEO & Managing Partner, Junction. “If a client doesn’t want to move to the latest platform, they run the risk of having issues that can’t be resolved. If the shopping cart breaks, there is no supported fix from Magento. We encourage our clients to begin planning for the migration so that they can continue to operate the business without interruption.”

The other important consideration for the migration to Magento 2.0 is selecting a responsible partner to assist with the migration. “We have been working with Magento 2.0 since it was released. We are now starting to see firms quote outrageous prices for this conversion as they take advantage of Magento’s platform upgrade. We’ve had many clients question why our pricing is more competitive than others.  Our experience in the industry over the last 2 decades and our Magento expertise enables us to provide our clients with pricing that reflects the work required to complete their goals and objectives.”

For more information on upgrading and how Junction Creative Solutions can help you navigate to a platform designed to enhance the growth and sustainability of your online store, contact

TradeAutoX™ Launches Online Marketplace for Dealers & Wholesalers

With the introduction of a multitude of auto purchase apps and creative alternative marketing channels, traditional auto seller marketing strategies and tactics are quickly being impacted as fees continue to rise and margins decrease.  The art and science of managing used car inventory off the lot is seemingly more complex.  The automotive industry is set to adopt new technologies to replace and improve antiquated and cost laden systems.  One company, TradeAutoX™, has launched a 24/7 online marketing platform for dealers and wholesalers to buy and sell used car inventory in real time.

TradeAutoX™ was founded to create efficiencies, cultivate an exclusive network, and improve the bottom line for all parties involved in buying and selling of used car inventory. Founded by automotive industry veterans, Louis Robert Spaeth and Michael Zimmerman, TradeAutoX™ is redefining the online model for buying and selling cars. The combination of the robust online platform and the vetted Nationwide network differentiates TradeAutoX™ from the other digital solutions on the market. Spaeth and Zimmerman are focused and passionate about identifying ways to incorporate technology into an industry that is being failed by traditional processes.

“Franchised dealers and independent dealers can create their own network inside our site, solving a problem that has been a part of the landscape for decades.,” comments Robert Spaeth, CEO, TradeAutoX™.

With a mission to improve gross margins for dealers, reduce fees for wholesalers, and open opportunities for independent dealerships to source its own inventory, TradeAutoX™ is committed to adapting and improving its platform to meet the increasing demands of its members.

TradeAutoX™ partnered with Junction Creative Solutions (Junction) to customize an innovative platform, creating an online marketplace to connect end to end users. The Junction team is experienced and adept at building and fully implementing smart and customizable digital platforms. “As Junction’s portfolio continues to expand, the breadth of our expertise managing and executing multi-faceted, integrated strategies and solutions expands” says Gareleck. “We pride ourselves on responsibly taking on projects that we are confident our team can deliver on. We strive to not only meet our clients’ expectations but exceed them.”

For more information on how TradeAutoX™ is redefining the online model for buying and selling cars, visit

March Madness, The Final Marketers’ Trifecta Event

The Trifecta of sporting events sponsorship only comes along every four years. With the 2018 Winter Olympics barely closed, the craziness of March Madness looms just around the corner as eager, but cautious, mega brands are contemplating an advertising strategy. The stratospheric costs to play the advertising game at this year’s Super Bowl had even the most hardened and committed marketers nervous about the value of the play. For some brands, the opportunity to pull off a triple play permitted them to spread the risk, making the adventure more palatable. For those who failed to demonstrate a winning performance on Super Bowl Sunday, the Olympics provided a chance to at least score a medal at PyeongChang or bring home an upset victory at March Madness.

Last year the NCAA Division 1 Men’s Basketball Championship generated a record-setting $1.24 Billion in television advertising spend. The three week event known as “March Madness” provides brands an integrated platform of offline and online channels, social media conversations, branded placements and experiential events. The NCAA men’s basketball tournament is consistently the second largest post-season sports franchise, trailing only the National Football League (NFL) playoffs. The NCAA has successfully monetized the sporting event through media rights fees and corporate sponsorship payments.

The ad generating opportunity doesn’t end at video streaming and traditional television media. With all the games streaming online, fans and sponsors can connect through live video casts, real-time scores, statistics and other related content through web browsers and mobile apps. Facebook continues to take a more proactive role in playing the statistical game. Marketers will be able to tap into fans’ conversations to increase exposure. Facebook conversations during March Madness 2016 grew by an astounding 40 percent year over year. Worldwide more than 650 million people are connected to a sports-related page on the network, while 165 million follow a sports account on Instagram.

Making the sporting trifecta commitment doesn’t insolate ad players from losing though. With fan participation falling in major sporting events, muffing the ad-ball out of bounds can still result in some marketers being benched.  “You’re not necessarily going to get fired for putting more money on YouTube or more money in Google search, Facebook or even Snapchat at this point in time,” said one media buyer in 2017. “Yet they may question you when you say you’re going to spend $5 million on a Super Bowl spot, or $1.5 on the NCAA tourney and have it fall flat or be an unexciting game or have it underdeliver.”

Unlike the digital play call where social analytics effectiveness can be evaluated immediately, video, display and sponsorship advertising often requires an incubation period following the performance to measure success or failure. The cumulative, longer term impact of even an effective cross-channel effort may not be fully realized for months after the game’s champions are crowned. The marketing champion of this year’s big trifecta remains to be seen.

Super Bowl Advertising: What and Who Defines a Winner?

At the beginning of each year something unique occurs in the advertising world. In an era where viewers use the latest technology to block and avoid most commercials, even the most avoidant advertisement public turns in anticipation to the Super Bowl, not just for the football but for the game’s commercials. While the action on the field remains the most attractive aspect of Super Bowl Sunday, the commercial breaks enjoy an equal share of the game’s viewer attention and anticipation. With mega numbers of fans tuning into the big championship game, broadcasters command as much as $5 million dollars for a 30-second commercial time slot. Takers line up to eagerly pay the cost to entertain the fans and, hopefully, motivate them into buying their wares. Other major sporting events, such as March Madness, the World Series and the Olympics successfully gather together millions of watchers but the business of advertising for those events pales both in cost, creativity and participation in comparison to the NFL’s Super Bowl.

At the conclusion of each year’s game, while sportscasters recount the maneuvers, plays and players on the field, marketing and media pundits pour over the commercial line-up to determine which advertiser scored the most points with viewers. The competition is intense, and with the cost to play the ad game so high, failing to make a play effectively can relegate a company to bench-sitting status. What makes a successful Super Bowl commercial? Messages and approach vary widely among marketers and, while social and political slants are a regular staple, the content and purpose of the advertisement often takes a back seat to an entertainment element. Comedy generally garners the most appreciation from viewers followed by a generous emotional pulling of the heart strings. Characterizations, animation and pets tend to do very well, but dark, preachy social messaging can hit a sour note among the usually large diverse audience. So, who scored the most points and who received the most penalty yardage in 2018?

The answer is: It depends. The Dirty Dancing ad was wildly popular for its comedic entertainment but left many viewers asking, “What are they selling?” Amazon’s “Alexa Loses Her Voice” spot was named most entertaining and best overall among marketing pros surveyed by Morning Consult for Ad Age’s first Super Bowl ranking, not just for its entertainment value but for brand effectiveness. For sci-fi fans, Sprint scored a touchdown for its “Evelyn” play call, and Budweiser got those among us who are suckers for an emotional play cheering for its “Stand by Me” performance on the field. Pringles advanced the variety of flavors ball for several first downs, and Danny DeVito’s portrayal of the Red M&M scored extra points. Pepsi, a long-time veteran of the Super Bowl advertising game, took fans down a Pepsi commercial memory lane, while Skittles turned the traditional Super Bowl advertising model in a whole different direction. At the final tick of the game clock, the chronology of the winners was to be determined by the various perceptions of the audience.

Ultimately, the winners in this advertising contest between the best teams in industry will be those who cross the finish line with increased sales, advanced brand recognition or a shinier corporate social reputation. Popularity and likability does not always translate into consumer action. If the intent is to motivate the fans in front of the video screens to make a purchase, studies show that Super Bowl ads, regardless of their cool factor, are very poor stimulators of consumer intent to purchase.

Past studies by Genesis Media have found that 90 percent of consumer game viewers do not buy products based on Super Bowl ads, and 75 percent fail to even remember the previous year’s game winning ads. Advertising Benchmark’s ABX copy test scores indicate the overall results for the 2017 Super Bowl commercials were nothing to brag about. In fact, using standard ad effectiveness criteria, last year’s ads were a disappointment, at best. Overall scores of the last 5 Super Bowls generally fall short of ad norms.

If generating a lasting effect was the Super Bowl advertisers‘ ultimate goal, the leader is Lexus, whose Super Bowl ad was a crossover with the forthcoming Marvel movie “Black Panther,” followed closely by Jeep. This according to ListenFirst Media, which calculated the change in the advertisers’ social media followings after the game, considering both the absolute gain and rise relative to the starting point.

Bowl game advertisers should note, the same $5 million dollar spend would have bought 576 million mobile impressions. Just saying.

Super Bowl Advertisement: Risk Versus Reward

With the price of a 30-second Super Bowl advertisement consistently on the rise, advertising for the Super Bowl has never been an easy decision for marketers. The decision has been complicated in recent years by the political and social protests that appear to have the NFL viewer interests showing a downward trend. Add the serious concern over players’ head injuries, the 2018 Super Bowl marketplace may not be the promising investment for advertisers that it once was. Considering that a 30-second ad costs upwards of $5 million for the 2018 Super Bowl between the New England Patriots and the Philadelphia Eagles, the decision to spend potentially $10 million dollars for a Super Bowl campaign can be concerning to those charged with calculating the impact.

The falling ratings in NFL viewership this year can be traced, at least in part, to the League’s insistence on mixing political and social protest issues on the field of play. “ Average game viewership has fallen to 15 million this season, down from 16.5 million last year and the lowest since 2008, according to data compiled by RBC Capital Markets. Analyst Steven Cahall says, “The sustained decline is what worries investors about media’s willingness to offload the NFL’s monetization risk.”

The danger of insulting consumers isn’t limited to the team owners and league management. In the past, Bowl advertisers such as Nationwide, 84 Lumber, HomeAway and GoDaddy have been sharply criticized for  Super Bowl spots. A $5 million backfire can be particularly startling, even to a well-healed brand. The ultimate questions remains “is leaving a really good impression worth $166, 667 per second?”

A recent study, “Super Bowl Ads,” indicates that the value of Super Bowl ads can persist beyond the conclusion of the big game. The study, co-authored by Wesley Hartmann of Stanford University and Daniel Klapper of Humboldt University in Germany, shows that the benefits from Super Bowl ads actually persist beyond the game’s conclusion with increased sales during subsequent sporting events like the NCAA’s “March Madness,” NBA playoffs and MLB games. Further, the research finds that the gains in sales are much more substantial when the advertiser is the sole advertiser from its market category or niche in a particular event.

Klapper says, “As the exclusive beer advertiser in the Super Bowl for many years, Budweiser outperforms competitors for consumption during the Super Bowl. Our findings suggest that there may be value for advertisers to negotiate exclusive advertising rights within a category to generate greater long-term value and it may make sense for the telecaster to offer such exclusive rights at a higher price. However, even though Coke does not exhibit increased consumption during the week prior to the game despite years of advertising during it, Super Bowl ads do help sell Coke after the game, especially among sports fans.”

In addition, the study’s co-author added, “For some type of ads, there is a large social media multiplier by provoking interest and subsequent conversations on social media and mass media that could be independent of Super Bowl viewership. That is good news for advertisers as it suggests that our estimates are only a lower bound of the benefits of Super Bowl advertising.”

Regardless of the falling fortunes, Super Bowl LII is expected to draw more than 100 million viewers with 70 percent of the Nation’s televisions tuned to the event. Last year the game attracted 190.8 million social media interactions from Facebook and Twitter.

Check back after the Super Bowl to see which advertisements hit the mark!

Prepare to Take Advantage of Prevailing Trends in Marketing for 2018

At the beginning of each year, prognosticators and crystal ball enthusiasts practice the craft of forecasting coming trends in everything from the coming year’s sports champions to the price of all things necessary or extravagant. The field of marketing has its own bevy of practitioners providing perceived trends for the coming year.  Regardless of the direction taken to connect best with customers in 2018, the journey will be marked by continued advances in technology and shifting consumer acceptance and utilization of that technology.

Newspapers, magazines and other written media channels will continue to see significant erosion in influencing consumers in 2018. With the rapid advancement and consumer acceptance of digital communication technologies, hard copy collateral’s decline appears to be in a free-fall that will be difficult or improbable to stem.  The forecast for 2018 predicts another 6.8 percent decline for the embattled industry segment. However, the traditional print media are not the only marketing purveyors predicted to suffer set-back in the coming year.

As other social media outlets continue to experience growth in user base, Twitter was unable to advance the ball in 2017. Twitter sought to increase its number of users by increasing the popular 140-character limit to 280. It didn’t prove to be the key to differentiate itself among other social media leaders. Marketers are already using other social media platforms to connect with prospects in more than 140 characters. It is a trend of decline for Twitter that some predict will continue in 2018.

With more platforms incorporating big data capabilities within platform infrastructure, marketers will tap into the myriad of consumer data points in order to remain competitive. In addition, consumers are expected to continue embracing interfaces that require little or no physical inputs, such as the smart speaker.  People are interacting with these devices as part of their daily lives, using voice commands and listening to the results.  Thus, there is a substantial opportunity for marketers to communicate with them in a different way.

Additional marketing tactics predicted to be winners in 2018 include:

Influencer Marketing.  Influencer marketing is expected to remain a useful strategy. With nearly 95 percent of marketers touting it a successful strategy in 2017, brands are expected to continue utilizing influencers to connect with their customers through social media.

Apps.  The future of apps remains bright. A prediction for 2018 suggests strong growth in app utilization and capitalization.

Live Events.  Nearly 66 percent of marketers say that they will increase their participation in hosting live events in 2018. Live event hosting remains a reliable and highly effective marketing channel.

Social Media.  “Social media has undoubtedly become a critical platform for marketers,” said E.J. McGowan, vice president and managing director of Campaigner. According to a digital marketing forecast survey by Campaigner, 73 percent of digital marketers believe it was a top strategy in 2017. Using video to carry more of the message through social media is forecast to rise in the coming year. “In their easily digestible format, videos serve as an excellent way to convey a brand’s message in a creative and interactive way,” says E.J. McGowan. “As a result, social networks and other media have made it easier for individuals to consume and broadcast video. As video continues to grow at a prodigious pace, marketers must learn to adopt this disruptive technology or risk falling behind to competition.”

Augmented Reality.  Ground gains are anticipated in the utilization of augmented-reality (AR) content. As new devices like iPhone 8 and iPhone X populate and go mainstream, brands will begin to increase their exposure through AR-branded content.

In-Car Advertising.  As driverless cars begin to arrive on the roads of America in greater numbers, in-car advertising may be the new frontier in advertising.

The best marketers may be those who effectively blend multiple digital channels to engage with their customers. The trend in social media integration is to combine marketing strategies to impact a broader audience.  “The most crucial integration this year, however, is social media and email,” said McGowan. “When leveraged correctly, social media and email marketing can have a synergistic relationship for brands, with social media driving email subscriptions and emails bringing more followers to social channels. Marketers should coordinate the timing and content of posts and emails, and ensure congruent messages are being sent across all channels. Marketers can leverage these social networking sites in 2018 by crafting media campaigns that highlight the strengths of each site,” continued McGowan. “For instance, video may fare very well on Facebook; however, marketers should pivot back to text content when launching campaigns on LinkedIn.”

“While some industries have embraced the paradigm shift in how they reach, engage, and mobilize new customers, I predict that we will see even more attention and focus being placed on getting the marketing mix correct,” comments Julie Gareleck, CEO& Managing Partner, Junction Creative Solutions. “The buzz word used to be ‘contextual’ but we reached that stage when consumers adopted smart devices.  ‘Relevance’ is going to be the buzz word for 2018.”

How are your strategies stacking up in the New Year!?

Hobart Mayfield Launches Ecommerce Store

Any fan of high school, college or professional football is well-aware of the concern many players, coaches and owners have about the rate of head and brain injuries suffered by players across all levels of the sport. Head injuries and concussions caused by contact sports are a growing epidemic, particularly among young athletes. If left unprotected, concussions can result in long-term brain damage and may even be fatal. The Center for Disease Control (CDC) reports that concussions have doubled in the last 10 years and The American Academy of Pediatrics has revealed a two-fold increase of emergency room visits for concussions in kid’s ages 8 to 13 years old. Concussions have also risen 200 percent among teens ages 14 to 19 in the last decade.

As school athletic programs and league rules committees scramble for ways to mitigate these injuries, one innovative early stage company, Hobart Mayfield, is applying science to finding a better way for players to avoid serious head injuries. Their innovative solution is S. A. F. E. Clip, an energy absorbing connector located at connection points where the facemask attaches to the helmet. By absorbing forces of a direct impact on the face mask, S.A.F.E. Clip demonstrated a reduction in force of 24% and 28% for translational acceleration and rotational acceleration, respectively compared to the standard face mask clips.

Justin Summerville, the President and CEO of Hobart Mayfield, is an entrepreneur who follows Thomas Edison’s mantra, “there is a better way, find it.” And he and his team found a better way. They are partnering with schools to customize and fit student helmets with the impact absorbing clips. Justin says, “Because we believe that every athlete deserves the opportunity to succeed and be protected from unnecessary head injuries, we have spearheaded a program that will help provide our product to athletes all around the country.”

Junction Creative Solutions (Junction) recently partnered with Hobart Mayfield to design and develop a new website to showcase the S.A.F.E. Clip and its many benefits to athletes of all ages.

“We appreciate the opportunity to work with the folks at Hobart Mayfield,” comments Julie Gareleck, CEO, of Junction. “We are passionate about working with start-up companies who believe not just in the power of the technology, in this case the S. A.F.E. Clip, but also in their ability to generate a positive impact for players of all ages. We look forward to watching this company impact this industry in a big way!”

For more information on Hobary Mayfield, visit

Cost Management Group’s New Digital Presence

The Gartner Market Guide for Telecom Expense Management (TEM) Services in May 2017 reported a 45% increase in end-user enterprise enquiries concerning TEM since 2016. With IT costs rising, organizations need to more closely monitor and control the cost of technology. The report stated, “The continued growth and evolution of enterprise telecom services prompts many companies to evaluate TEM services for ongoing cost optimization and efficiencies, especially if they lack the internal resources to effectively optimize or have limited governance on telecom and IT procurement over a complex enterprise footprint.”

Being able to effectively scale solutions with the right balance of strength and agility, for enterprise-level organizations, mid-size businesses, and SMBs, is nothing new to Cost Management Group (CMG). Headquartered in Atlanta, GA since 1996, with additional offices in Virginia, North Carolina, Costa Rica and the Netherlands, CMG specializes in driving down the operating costs of its client companies by applying proprietary methods and tools, or those of its carefully chosen partners who possess a particular and uncommon expertise. CMG, as a leader in the industry, is committed to its vision, believes in its mission, and is driven by a set of core values.

When searching for a partner to assist in telling the CMG story, it was important to find an organization that shared a common set of core values and focus on quality, extraordinary attention to service and innovative solutions. Junction Creative Solutions (Junction) worked with the team at CMG to redesign its online experience that includes a wealth of content to engage prospective clients and partners.

Julie Gareleck, CEO and Managing Partner, Junction, says, “As the marketing landscape changes and consumer expectations evolve, it’s critical to remain ahead of design trends whether it is a website or a comprehensive set of solutions to support sales and marketing. We are proud to expand on our creative portfolio by working with an organization like CMG.”

What Does It Take to Build a Successful SaaS Business?

According to Gartner, Inc. the worldwide cloud services market will total more than $246.8 billion by the end of 2017, an impressive 18 percent growth over the previous year. Software as a service (SaaS) is defined as a subscription software licensing delivery model which is centrally hosted and accessed in the virtual cloud by subscribers over a web browser.  SaaS has become a common delivery model for many business operations applications that were once purchased and maintained by an organizations internal IT department. Today, SaaS has been incorporated into the strategy of nearly all leading enterprise software companies and has a significant profit potential for cloud providers. For software consumers, SaaS may offer a high value alternative to infrastructure systems. The growth in the SaaS business model has new providers eager to enter the marketplace.

Before entering the market eager entrants need to be aware of some of the challenges to successfully launching a SaaS portfolio including sales techniques, financial issues, technical considerations, cyber security and customer expectations. And while SaaS can benefit enterprise users by freeing up resources currently dedicated to in house IT systems, the transition to the cloud may cause serious integration issues. Just like all new ventures success often depends more on the preparation phase rather than the launch. Formulating the right idea to fill a real need is critical. Whether starting anew, forming a “White Label Partnership”, joining in an existing franchise or investing in an up and coming SaaS organization attracting the right technical talent and qualified management partners is critical.

For even the best prepared and most talented managers, starting a new SaaS business is no easy endeavor. As with any new business, personal intuition and great plans may look good on paper but more often than not can be out of sync with what the customer has in mind. Keeping the initial offerings targeted to providing simple solutions and unencumbered with unnecessary bells and whistles will enable new clients to understand the benefits of the service and implement the transition successfully. Focusing on serving initial customers with exceptional service will build a foundation for future success and growth.

“We are working with many SaaS businesses that are not just launching software but developing a sustainable business model,” comments Julie Gareleck, Managing Partner, Junction Creative Solutions (Junction).  “Our main focus with these companies is to clearly define how the software can be monetized by focusing a one-to-many approach.  For many in the industry, building the platform is top priority and making money is a secondary focus.  Our approach with clients has proven to be successful and it’s exciting to watch these companies gain market share in competitive industries.”

For more information on what it takes to build a successful SaaS business model, click.

Atop the List of the Most Monumental Failures

The event wasn’t really anything new. Like the occurrence of hurricanes, tornadoes, volcanic eruptions, earthquakes, wild fires and other major natural calamities, data breaches come around from time to time almost as naturally and expected as Mother Nature’s furious punishments.  Differentiated from one another by a numeric sliding scale that measure their severity and the totality of their mayhem on the populace, natural disasters are recognized as unavoidable as they routinely play havoc on populations all around the world.

Data breaches, while unfortunately common in today’s data driven world of commerce and social interaction, can be defended against by pre-breach, cybersecurity deployments that may lessen their impact or result in their total avoidance. Breaches of consumer’s private information are not yet measured by a numeric scale of severity, but the latest data breach at Equifax just may have raised the upper limits of the damage impact bar.

The recent Equifax incident resulted in the privacy of 143 million customers being violated, but the total impact may be much larger and may initiate additional unintended disclosures of financial information by hackers for some time to come. The domino effect may continue for years given that the most noted information stolen was customer’s social security identification numbers. With this one number, bad actors are capable of unlocking and laying bare all there is to know of an individual’s identity. Unlike credit card information, Social Security numbers are for life.

Surprisingly this was the third time Equifax had been hacked this year. To not learn from the previous experiences and enact additional safe guards to avoid additional breaches is a failure of leadership and culture as much as a failure of network security. “Equifax sits on the crown jewels of what we consider personally identifying information,” says Jason Glassberg, cofounder of the corporate security and penetration testing firm Casaba Security. “You’d think a company like that, guarding what they’re guarding, would have a heightened sense of awareness and that clearly was not the case.” Equifax has provided a website where customers can find out if they are impacted by the breach but has no intention on notifying consumers if they are impacted. The company will provide affected consumers with the option to enroll in TrustedID Premier for a period of one year.

With more than 2,200 data breaches occurring so far this year alone, companies need to step-up their preparations for responding to an inevitable breach.  To effectively secure personal information and networks, company leaders need to understand that that privacy and security are coequals. Applying concepts of basic cyber hygiene and realizing that cyber security is an integral part of the company’s overall operations is essential.

Prior to retiring, Richard Smith, CEO of Equifax said, “Equifax will not be defined by this incident, but rather, how we respond.” The comment was seen as wishful thinking at best. Equifax will most assuredly be defined by this breach and the disparate response to it for decades to come. Being at the top of the most memorable list is not a good or profitable place to be when it is the list of the most monumental failures. After two decades and millions of dollars spent on cybersecurity the saga of failure and the effects on consumer’s privacy is bound to continue. Maintaining the status quo is clearly not an option.

Are you prepared for your next cybersecurity failure?